Séfr
Founders: Sinan Abi Morshed & Per Fredrikson
Based out of: Gothenburg, Sweden
Originally founded as a high-end vintage store, Swedish label Séfr established its own ready-to-wear line in Spring 2016. The brand builds on classic Scandinavian design tropes, with a particular focus on timeless designs and subtle luxury. Another key Séfr focus is a subversion of high-quality fabrics. For the past few seasons, Séfr has worked with traditional Italian mills to source its material, before reworking those textiles into unexpected and non-traditional pieces.
Important Things to Note:
Currently, Séfr is stocked at a few stores internationally -- including Mr. Porter and Oi Polloi -- but Fall/Winter 2019 will see the brand hit retailers such as Voo Store, Totokaelo and MATCHESFASHION.COM. That collection -- themed around “Silent Wisdom” -- features luxurious outerwear, chunky knitwear and a whole range of staple denim pieces, jersey T-shirts and leather accessories.
Picked by Jack Stanley
ALICE LAWRANCE
Founder: Will Lee
Based out of: Taiwan, R.O.C.
Interestingly, ALICE LAWRANCE started off as a cafe in Seoul’s Hannam-Dong district but has now become a label that represents the idea of post-modern streetwear. Centered around unisex collections built upon memory and moods, each piece crafted by designer Will Lee communicates a sense of uniqueness and individuality to the world. Shutting its cafe doors in 2018, ALICE LAWRANCE has now spawned a bookstore offshoot in Taiwan, dubbed Lucy Martin.
Important things to note:
Each collection ALICE LAWRANCE releases is comprised of pieces named after fictional people that represent different stylistic themes. The aesthetic method behind the label allows it create diverse ranges that remain cohesive via a pervasive sense of wearability and casual comfort.
Picked by Nicolaus Li
STORY mfg.
Elhaus
Founder: Eduardus Adityo
Based out of: Jakarta, Indonesia
Not necessarily a new brand but Elhaus has consistently dropped strong, appealing designs since we reported about them in 2014. While they haven’t totally broken into the mainstream, Elhaus has amassed a respectable cult following since -- they have close to 80k followers on Instagram which isn’t bad for a fashion label coming from a country like Indonesia. As for aesthetic, Navaro’s company specializes in streetwear staples that are inspired by military garments, motorcycle clubs and techwear. If that sounds familiar, Elhaus can technically be grouped with tried-and-true brands like NEIGHBORHOOD, visvim and maharishi.
Important things to note:
Hardly anyone thinks of Jakarta, Indonesia when it comes to choice fashion. Elhaus is fighting to break the mold with its standout designs. Their patchwork pieces are a sight to behold as well as their knack for all-over prints, patterns and pocket placements.
Picked by Felson Sajonas
Founders: Katy Al-Rubeyi & Saeed Al-Rubeyi
Based out of: UK
STORY mfg. aren’t brand new, but it’s reached new heights in recent seasons due to a decided push from the co-founders. With a focus on traditional and natural techniques, the brand is part of fashion’s push towards sustainability that doesn’t sacrifice design sensibility for its values.
The clothing is inspired by workwear but avoids the stuffy feel of older workwear by adding an element of playfulness alongside its production techniques. The result is a range that works for a much wider variety of customers than the usual train-driver-chic workwear typically seen elsewhere.
Important Things to Note:
The brand tie-dyes and indigo dyes several of its pieces, meaning that each of the indigo pieces can become unique to wearer after prolonged use. This is also the first season the brand is available in a host of retailers such as Mr Porter, Matches, LN-CC and Nordstrom SPACE.
Picked by Jason Dike
Founder: Peter Kolks and Ric van Rest
Based out of: Amsterdam
Pop Trading Company’s roots stretch back to the early aughts, but it only began formally issuing a clothing line in 2016. Despite its relative youth, the Amsterdam-based brand is responsible for some remarkably sophisticated drops -- while other skate brands drop a few graphic T-shirts and call it a collection, Pop delivers a truly substantial clothing range. For instance, along with core layering pieces like tees and caps, Pop’s recent release included tweed quarter-zip jackets, reversible shearling fleece vests, Italian wool overshirts and corduroy cargo pants. If you need a barometer of Pop’s successful storytelling, consider that it took the label less than three years to has draw the attention of tastemaking stockists across the globe, from LA’s Opening Ceremony to Osaka’s GARDEN. Pop even collaborated with Vans, BEAUTY & YOUTH and technical Japanese imprint Minotaur in 2018, expanding its talents to footwear and weather-resistant layering pieces.
Important things to note:
Of all the young skate brands making noise nowadays, none have delivered a complete ready-to-wear offering on a similar level to Pop Trading Co. Informed in equal parts by the effortlessness of Japanese streetwear and the day-to-day comfort of skater wardrobes, the collections are cohesive, comprehensive and undeniably contemporary. For every playful graphic T-shirt, there’s a mature chore jacket or trim nylon bag, each accented by Pop’s minimalist branding. The brand’s web store not only offers in-house goods but a variety of surprises like braided Anderson's of Italy belts.
Picked by Jake Silbert
Pop Trading Company
Fashion fans who frequent blogs, magazines and social media are prone to discovering new brands on a daily basis. As a result, this leaves dedicated style seekers with the problem of having to separate the more authentic clothing labels from the less appealing neophytes. HYPEBEAST editors come across new designers on a daily basis too, whether by sifting through Instagram accounts or just by whatever comes to our inboxes. Not everything we discover is a hit but we do take into consideration new brands that have the potential to take their company to the next level.
To help out our fashion conscious followers, the team here at HYPEBEAST collectively gathered some new brand names to watch out for. They’re labels that are still quite under-the-radar but have strong chances to break out and become favorites amongst those looking for a new aesthetic. Besides design, our editors also considered lasting appeal, industry co-signs, current stockists and more as key attributes for our choices. Check out our picks below and make sure to try adding a few pieces from them to your seasonal style rotation.
Labels to keep on your radar for the coming seasons.
Editors' Picks: Emerging Fashion Brands You Need To Know Now
